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Interesting article about the Toyota Crisis – looks like Toyota needs a Crisis Management Strategy before leaping into the fire with PR!

“Toyota Motor Corporation is considering whether or not to launch a marketing and PR campaign in response to the recall of 2,378 Prius vehicles in Australia.

“The global recall prompted by safety concerns related to its braking systems, now sees a total of about 400,000 vehicles recalled in Japan, the United States, Europe and in other regions.
 “It comes as Toyota launches its new Hybrid Camry in the Australian market, supported by a heavy-weight advertising campaign.

“A Toyota spokesman said the Camry is not affected by the recall and will be available to customers later this month as originally planned.

“But all attention has turned to the Prius recall in Australia, attracting widespread media coverage in the major newspapers and TV networks.

“A Toyota Australia spokesman said the company is currently discussing whether it will need to take further action in the form of a reassurance ad or PR campaign to address any customer concerns.

‘“We’re looking at possibilities and a marketing campaign might be under consideration,”’ the spokesman told Mumbrella.

“Toyota has placed a statement on its Australian website telling car owners who have purchased a Prius vehicle since July 2009 to visit a Toyota dealer and fix their anti-lock brake systems.

‘“Owners of vehicles affected by this action in Australia will receive a campaign notification by mail this week advising them to contact their local Toyota Authorised Dealer to arrange for repairs to be made. The repairs will be at no cost to the vehicle owner,”’ the statement said.”